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Naive Nancy, Selfish Sam, and Fair-Minded Fran
Naive Nancy, Selfish Sam, and Fair-Minded Fran
First, meet Naive Nancy. Here is what she might say of herself
(if she could clearly see how she uses thinking to deal with the
world):
Next, meet Selfish Sam. Here is what he might say (If he could
clearly see how he uses thinking to deal with the world):
.........
The Two Independent Thinking Styles: Rationality and Intuition
Adapted from the Introduction written by Cilia Witteman, John van den Bercken, Laurence Claes,
and Antonio Godoy
In their numerous publications on heuristics and biases in reasoning since 1974, Tversky and
Kahneman, with most judgment and decision researchers in their footsteps, have portrayed
analysis as the rational thing to do, at all times outperforming intuition. They have shown that
people’s performance systematically deviates from this rational norm, and that people use
heuristics instead of following the correct rules of logic and probability theory.
Recently, they have come to call such heuristics "intuitions,” and to recognize that they are
valuable in their own right (Kahneman 2003). Other researchers also increasingly find evidence
that, depending mainly on the complexity of the task, intuitive thinking can be as powerful and
accurate as analysis (Dijksterhuis 2004; Klein 2003; Witteman & Van den Bercken 2007).
When tasks cannot be performed through analysis, for example, when they require pattern
recognition or when they are complex and time pressure is high, intuition may be the more
advantageous thinking style (see also De Vries, Holland, & Witteman 2008; Wilson 2002). Dual-
process theories aim to clarify the distinction between intuition and deliberation. They typify
intuitive processing as preconscious, closely associated with affect, fast, and operating in an
automatic, holistic manner; and rational thinking is characterized as slow, deliberative, rule-
governed, primarily verbal and conscious (Epstein 1990, 2008; see also Evans 2008; Hammond
1996; Hogarth 2005; Kahneman 2003; Kahneman & Frederick 2002; Sloman 1996; Stanovich &
West 2000). In his cognitive-experiential self-theory (CEST; e.g., Epstein 1990, 1994, 2008;
Epstein, Pacini, Denes-Raj, & Heier 1996), Epstein talks of rational processes and experiential
processes, broadly contrasting conscious reasoning and automatic learning.
People use both processes interactively, yet they have been found to differ in whether they
habitually respond primarily rationally or intuitively to decision situations, or whether they
prefer to follow their heart or their head (e.g., Langan-Fox & Shirley 2003).
What is interesting for our purpose is that Epstein and colleagues have developed a
questionnaire, based on the CEST, to measure a person’s habitual preference for either of the
two styles: the Rational Experiential Inventory (REI; Pacini &Epstein 1999). The REI has been
validated in several studies by Epstein and colleagues, and also in a study in Israel (Shiloh,
Salton, & Sharabi 2002), in which support was found for individual differences in the two
thinking styles, with rational but not experiential thinking positively correlated with normative-
statistical responses in judgment tasks.
The preferred strategy is thought to generally prevail in reasoning tasks, although there
obviously is interaction with the demands of and experience with the situation (e.g., Epstein
1990; Hogarth 2005; Pacini & Epstein 1999). Since both rationality and intuition now seem to be
valuable thinking tools, it is of interest to look at them more closely, and to look at the relations
between these preferred styles and personality characteristics.
Pacini and Epstein (1999), indeed, found a significant correlation between rationality and
conscientiousness. Since we have, in advance, no reasons to expect different relations between
preferences for thinking styles and personality characteristics with people in different cultures,
we expected similar relations in our Dutch and Spanish samples to those reported by Pacini and
Epstein (1999). That is: we expected rationality to be most strongly related to low neuroticism,
to openness to experience, and to conscientiousness; less strongly, but still significantly, to
extraversion; and not at all to agreeableness.
2. Why did the authors say that intuition may be the more advantageous thinking style?
(Exercise 2)
1. Why do you think Rommel has labeled the jar of sugar “Salt”?
2. What thinking did he use? Intuitive or strategic? Why?
3. What is lacking in his problem solving?
(Exercise 3)